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Three Steps to Handling Sales Objections

Objections are something that stop many automotive sales professionals from closing deals, and can be a major barrier that block the way to true success. Yet, it doesn’t have to be this way. The three-step system discussed in this blog will teach you how to handle any sales objection that is thrown your way. In addition to being simple to execute, these three steps are far stronger at handling objections than any one liner or word track you could ever use. In this blog, learn the three simple steps that make it easy handle any objection in automotive sales!

Handle Sales Objections – Step #1

The first step in this three-step system is to get into agreement with your customer. Getting defensive or attempting to prove the customer wrong will only hurt your deal. This makes customers lock up or think that they are onto something causing them to stick with their objection. It’s important to remember that most objections aren’t serious – they’re just a test. Customers are hesitant to work with dealerships and, as a result, they will toss out an objection to make sure that they’re getting a good deal.

There’s no need to make the deal harder than it needs to be. When used correctly, agreement is one of the easiest ways to keep things moving so you can close the deal today! By agreeing with the buyer, you’re letting them know that you’re listening to them and that you understand them, as opposed to attempting to attack whatever they said. This will keep the conversation on a light and positive note.

Situation #1
Customer: “The price is too high.”
Sales Professional: "You're right. The price is too high.”

Situation #2
Customer: “I need to sleep on it.”
Sales Professional: “I understand that you need to sleep on it.”

Handle Sales Objections – Step #2

The next step in this three-step system is “because.” In automotive sales, "but" is a nasty word that can easily cost you car deals. It’s a harmful word that causes customers to brace for negative information. Rather than putting the health of your deal at risk, switch "but" to "because" and watch the difference it makes. This will keep things on a positive note and show customers why you understand them, which will make your deal far easier to close!

Situation #1
Customer: “The price is too high.”
Sales Professional: "You're right. The price is too high. That's because the market is crazy right now with the inventory shortage and vehicles are selling over MSRP.”

Situation #2
Customer: “I need to sleep on it.”
Sales Professional: “I understand that you need to sleep on it because I’d want to do the same if I was shopping for a vehicle.”

Handle Sales Objections – Step #3

The final step in this three-step system is to close or move to the next step of whatever you’re trying to do. Regardless of what you think of the deal, you should ask everyone to take the next step. If you ask no one to close the deal, you will close no deals. On the other hand, when you ask everyone to do something, you will be surprised how many people will! By using this three-step system, customers are highly likely to make a move as well.

So, now is your time to sell the customer on why they should do something now. When attempting to handle a pricing objection, a good strategy can be to confidently assure the customer that they are getting a great deal. Or, if a customer wants to leave after finding the perfect vehicle, attempt to add some urgency into your deal. Then, once you sell the customer on why they should do something, ask them to do it!

Situation #1
Customer: “The price is too high.”
Sales Professional: "You're right. The price is too high. That's because the market is crazy right now with the inventory shortage and vehicles are selling over MSRP. I've got the vehicle and this is best price in the market. Sign here."

Situation #2
Customer: “I need to sleep on it.”
Sales Professional: “I understand that you need to sleep on it because I’d want to do the same if I was shopping for a vehicle. A vehicle like this is going to fly off our lot though. I think we should just do this. Sign here.”

Want your dealership to stand above the competition? With RevDojo’s On-Demand Automotive Sales Training, your team will be setting more appointments and closing more deals than ever! Our comprehensive training platform provides all of the tools, insights and techniques needed to handle objections and succeed in automotive sales. Contact us today at (888) 603-4443 or sales@revdojo.com to learn more!